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| Title: | 公司運用社群媒體行銷對員工之影響：SSO之觀點
The Impact of Social Media Marketing on Employees: SSO Perspective |
| Authors: | 童一葉
Tong, Yiye |
| Contributors: | 洪為璽
Hung, Wei-Hsi
童一葉
Tong, Yiye |
| Keywords: | 情境崩解
SSO
科技特徵
社群媒體行銷
留任意願
Context collapse
SSO
technology characteristics
social media marketing
intention to stay |
| Date: | 2020 |
| Issue Date: | 2020-08-03 17:37:01 (UTC+8) |
| Abstract: | 近年來，社群媒體憑藉其擁有的廣大用戶人數、高度觸及率以及快速傳播資訊的能力，越來越普遍被用於公司行銷中。公司依靠社群媒體使用者間已建立的聯繫來發生信息的交互來建立並傳播公司產品形象與價值。許多公司要求員工發布關於公司產品的文章或分享產品及活動訊息至員工個人社交網路中，進而使員工產生一些負面影響。過去關於社群媒體行銷的研究中主要集中於公司形象、品牌、顧客關係、口碑等的優化，多以公司或是消費者角度出發，而對於公司員工進行社群媒體行銷的心裡壓力影響研究較為缺乏。本研究從SSO觀點，透過科技特徵、員工心理壓力而導致的負擔，逐步探討對於員工留任意願的影響。其中社群媒體科技特徵分為情境崩解、匿名性、出席性以及動態性；員工壓力包含隱私疑慮、角色衝突、工作超載以及工作不安感；員工負擔表現為情緒耗竭；結果包含工作滿意度以及留任意願。
本研究向曾在公司中通過微信朋友圈為公司進行行銷之員工發放問卷，共蒐集問卷563份，其中有效問卷521份。經過研究分析，得到以下結論：社群媒體的情境崩解會影響員工隱私疑慮、角色衝突、工作超載；社群媒體的匿名性會影響員工隱私疑慮、角色衝突；社群媒體的出席性會影響員工角色衝突、工作超載；社群媒體的動態性會影響員工角色衝突、工作超載、工作不安感；員工隱私疑慮、角色衝突、工作超載、工作不安感會影響員工情緒耗竭；員工情緒耗竭會影響員工工作滿意度、留任意願；員工工作滿意度會影響員工留任意願。本研究可供公司管理者以及員工更清楚的了解公司運用社群媒體行銷產生負面影響的過程，有利於未來公司決策的制定以及員工的心理調適。
In recent years, social media has become more and more commonly used in marketing due to its large number of users, high reach rate, and ability to quickly disseminate information. Companies rely on established contacts among social media users to establish and spread their product image and value. Many companies require employees to post articles or share information about companies’ products or activities on their personal social networks, which causes some negative effects on employees. Past studies on social media marketing mainly focused on the optimization of company image, brand, customer relationship, word-of-mouth, etc., from the perspective of the company or the consumer. However, research on the psychological stress impact of social media marketing on employees is lacking. This study gradually explores the impacts of technology characteristics, stress and strain on employees` intention to stay, from the perspective of stress-strain -outcome (SSO). The technology characteristics of social media include context collapse, anonymity, presenteeism and dynamic. The stress of employee is comprised of privacy concerns, role conflicts, work overload and job insecurity. The strain of employee is emotional exhaustion. The outcome of this study includes employees’ job satisfaction and intention to stay.
In this study, questionnaires were distributed to employees who had experience on marketing via WeChat Moments. A total of 563 questionnaires were recovered, and 521 of them were valid. After analyzing, following conclusions are obtained: the context collapse of social media will affect privacy concerns, role conflicts, and work overload of employees; while the anonymity of social media will affect their privacy concerns and role conflicts. Furthermore, social media presenteeism will affect employees’ role conflicts and work overload; and social media dynamic will affect their role conflicts, work overload, and job insecurity. As employee privacy concerns, role conflicts, work overload, and job insecurity will affect employees’ emotional exhaustion; employee emotional exhaustion will then affect employees` job satisfaction and intention to stay. Finally, employees` job satisfaction will affect employees` intention to stay. This research can provide company managers and employees with a clearer understanding of the negative impacts of using social media marketing, and conducive to companies’ future decision-making and employees` psychological adjustment. |
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| Description: | 碩士
國立政治大學
資訊管理學系
107356042 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0107356042 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000833 |
| Appears in Collections: | [資訊管理學系] 學位論文
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